The Australian Trucking Association (ATA) has launched its new InRoads Workforce program at the Trucking Australia 2025 conference, unveiling a national effort to attract and support the next generation of truck drivers and transport professionals.
This landmark initiative arrives as the industry faces a critical workforce challenge, with more than 26,000 truck driving positions going unfilled each year. The InRoads Workforce program aims to tackle this head-on by providing a centralised, practical resource for individuals interested in pursuing a career in road freight transport.
Backed by the ATA’s Foundation Sponsors—Volvo Trucks, bp, and NTI—the program is also supported by Teletrac Navman and the National Heavy Vehicle Regulator (NHVR). Together, these partners will help extend the program’s reach to over 60,000 operators through a combination of state trucking associations, ATA stakeholder networks, and targeted campaigns across digital and traditional media platforms.
A New Era of Inclusion and Accessibility
Bianca D’Rosario, Director of Marketing and Corporate Partnerships at the ATA, officially launched the program at the conference. “With the growth of online commerce and direct-to-door deliveries, the need to expand our talent pool has never been greater,” she said.
The program focuses on two key demographics: high school students and career changers. However, it also recognises the vital role of influencers such as parents, educators, and employers in shaping career decisions. With this in mind, the program supports these groups with tools and resources to encourage participation in the industry.
Two major components form the backbone of the InRoads Workforce initiative:
- Career Toolkit – Offers easy-to-understand information on truck driving careers, including pay expectations, licence pathways, and long-term progression opportunities.
- Inclusive Recruitment Toolkit – Developed with the support of Teletrac Navman, this resource provides practical advice for businesses on how to build more inclusive workplaces that attract and retain a diverse workforce.
Building on Proven Success
The InRoads Workforce program builds on the success of the ATA’s original InRoads Diversity & Inclusion campaign, which is now active in almost 70 workplaces across Australia. This expansion signals a broadening of scope—moving from encouraging inclusive practices within existing organisations to actively recruiting new talent into the industry.
Teletrac Navman’s Director of Global Marketing Operations, Megan Duncan, spoke to the importance of diversity in the workforce: “Together we can open up the industry to more diverse talent pools and tap into a broader range of skills and experience.”
This sentiment was reinforced during the ATA’s Multicultural Driver Roundtable, where participants emphasised the need for improved training and workplace support for new entrants to the industry.
Meeting the Moment
ATA Board Member Ann Lopez summed up the urgency of the campaign: “With growing labour shortages, these new resources are vital for attracting and keeping people in our industry.”
The InRoads Workforce program is more than just a recruitment campaign—it’s a proactive step toward shaping a modern, resilient and inclusive trucking workforce that can support Australia’s growing logistics demands.
For more information or to access the Career Toolkit and Inclusive Recruitment Toolkit, visit www.truck.net.au.
